Ahh the secret sauce, the holy grail, the one weird trick to INSTANTLY improve the performance of you Facebook ad creatives…
Stay tuned, as I’m about to share with you this neat trick that we use to BOOST the performance of our ads across our client’s campaigns. But before we share this tip, let me set up a bit of the backstory…
‘How many Facebook Likes can you get for my Page?’
This is one of the most common question clients ask us when they consider jumping onto the social media bandwagon.
The misconception that ‘Facebook Page likes is all that a business needs to leverage marketing opportunities on Facebook’ is still making rounds and it is unfortunate.
While Page or Ad Likes can be one of the metrics to track Ad results, it serves no purpose until you couple it with Engagement Rate.
Well, there is a reason why when you open Facebook Page Insights you can see the number of people who engaged with your posts.
Facebook wants the engagement rate of all your posts and overall Facebook Page to grow!
But, we don’t want you to just believe what we say and scroll away.
Let’s find out why Facebook gives great importance to Engagement on a Facebook Page – both from the advertiser’s and followers’ end.
We all know how ‘Word of Mouth’ works in real life, don’t we?
When it comes to Facebook, a fan’s engagement with your page can be seen by their friends.
So, in a way, the interaction on social media can act like a stone dropped in the pond.
It will create ripples of interest in everyone who is associated with the fan and might make them engage with the post as well.
But, that is just one part of the story.
Facebook expects advertisers to engage with the audience as well! This is often overlooked and brushed aside with our obsession over social proof, chasing those likes and reactions…
But there are two highly important elements Facebook wants from an advertiser –
- Highly attractive, relevant, and informative content
- Engagement with the fans interacting with the content
Although content is the fuel that runs all your social media marketing campaigns, you will not be able to gain enough engagement if people find you uninteresting as they scroll through their feed.
There was a time when Facebook paid great attention to Page Likes or Post Likes. But, that was when the platform was new and had only a few users.
Today, with the platform being home to more than two billion users, tracking Facebook page popularity through Page likes is inefficient.
Therefore, even if you have a high number of Page likes, Facebook still wants to know the engagement rate on the page.
Smart, isn’t it?
Of course, it is!
So, now that we know this is the case, what should advertisers do?
If you are an advertiser, you want to pay close attention to what we are going to share here in the next couple of minutes.
There is a huge majority of advertisers throughout the world, who pay great attention to designing the perfect creative and building highly productive campaigns.
But, once they achieve that, they forget the most important part of running the campaign – engaging with the prospects!
There’s no point in obsessing over social proof when you are not able to achieve anything out of it.
Have you ever noticed how posts on Instagram and Facebook are getting more reach if the publisher engages with the interactions?
Having a conversation with your audience or potential customers from the get-go is important.
Therefore, it is crucial for you to make your clients or your media team understand the importance of engaging with comments and likes and to assign a dedicated person to the task so it no longer becomes an after thought.
When Facebook’s algorithms notice how quick you are to respond to the interactions happening on your ad, it can literally turn your average ad into BOOM TOWN!
Now that you know this, what’s stopping you from implementing this one weird hack to boost your ad creative performance?
GOOD LUCK young marketer, you’re ready to take on the world…
And here we are at the end of this blog post!
We hope this piece of content brought great value to you and your business.
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